Plain old water isn't fun. No one creates experiences with water. There's no such thing as "water time," where people take time out of the day to get together to drink water and discuss each other's day. There's no such thing as "sweet water" and "unsweetened water," though asking for one of those options would be hilarious to do.

Tea, on the hand, has quite the contrary reputation.

And that's why tea company Twinings is using the Huffington Post UK to launch its first content partnership that will feature its own advertising along with about 60 lifestyle posts from HP UK's commercial editoral team. According to the source, each article will be published at 3 p.m., and will feature advertising content pushing Twinings' Infusion line of teas. Twinings is positioning the Infusions as not competitors or substitutions for other teas, but for water.

And why 3pm?

Aoccrding to Twinings, it said that 3 p.m. is the time where people are looking for a pick-me-up to get through the rest of the day. Indeed, it seems that Twinings has done its homework on its workplace, lunch-oriented audience.

Twinings is doing several things right. First, it limited its target market; it is looking at women between the ages of 18–25, who work in a workplace and have wi-fi. That doesn't get any clearer.

With a defined target, Twinings is going to gather excellent data on the messages it decides to send. What works and what doesn't work must be tantalizing to see.

Though Twinings is a revered brand in the UK, it is nice to see them switch up their American style, and see what else they can do.